## Ghostbranders

From: andrew cooke <andrew@...>

Date: Mon, 12 Dec 2011 22:49:28 -0300

I have been looking for this term for a long time.  See, for example,
http://www.quora.com/Is-The-North-Face-brand-continuing-to-decline (be sure to
expand comment on reply!).  I thought I had another, more focussed question
there too, but can't find it - something along the lines of "What is the name
of the process where an 'authentic' brand is exploited and expanded into the
mass market?"

Anyway, the term, according to Wiliam Gibson, is "ghostbranding".  I've just
stumbled across it in "Zero History".  Although, when you google for it, all
the valid references seem to lead back to the passage I just read, so perhaps
he coined it himself.

Andrew